Find an expertly curated edit of one-off collectables with Sotheby’s Buy Now option, from watches and jewels to rare children’s books, writes Katie Armstrong
A holiday bauble celebrating Sotheby’s new headquarters at the Breuer Building, New York. Photograph: Sotheby’s
The holiday season is here, and with it, the joys and challenges of gift-buying. Choosing a thoughtful gift can come with a good deal of pressure, and finding a high-quality, considered option for the lover of finer things can feel overwhelming. Buy Now—Sotheby’s online curated collection—is the antidote to these holiday stresses.
From handbags and jewelry to contemporary art and rare books, the platform has plenty to browse and, like any other sale, each selection is handpicked by Sotheby’s specialists. The difference: all items are offered at a fixed price, available immediately, taking away the uncertainty of the auction process. Perfect for those last-minute purchases.
The 2004 F.P. Journe Chronomètre à Résonance, available to purchase through Sotheby’s Buy Now. Photograph: Sotheby’s
Watches can be a classic choice of gift for all ages and demographics. “There are great pieces that appeal to a variety of collectors,” says Maximilian Traber, assistant vice president, associate specialist and head of fine watches auctions at Sotheby’s New York.
“Some people collect only Rolex or Patek Philippe and some only buy high-quality, complicated movements from independent brands. That’s what’s so fun about the size of the sales and our Buy Now offerings. We sell all sorts of watches to all sorts of collectors.”
The 2025 festive facade of Sotheby’s London on New Bond Street, Mayfair. Photograph: Sotheby’s
The prices of these timepieces range widely, from an elegant Cartier available at US$5,500 to an F. P. Journe Chronomètre à Résonance at just over half a million dollars. Despite the wealth of options and price points, choosing can still be a tricky decision.
“People wear a watch every day so it’s inextricably linked to them, and there’s something quite sentimental about that,” says Traber. “They are often gifts for momentous occasions. Watches really travel with you in that sense and become an important part of your life.”
A rare early edition of “The Tale of Peter Rabbit” by Beatrix Potter. Photograph: Sotheby’s
Watches are drawing an increasingly younger buyer base, he adds. “I think around a third of our collectors are millennials,” Traber says. “Watches run the age range, and over the past several years women have really come into the market as collectors too.”
But if timepieces aren’t your gift of choice, Buy Now has no shortage of other options. A 1905 edition of The Tale of Peter Rabbit by Beatrix Potter could be the perfect addition to a young relative’s bookshelf, especially coming in at under US$1,000.
Or for the music lover in your life, a rare set of The Beatles’ Sgt. Pepper’s Lonely Hearts Club Band album cover photograph negatives is also available for immediate purchase. Buy Now also hosts a range of stunning high jewelry, perfect for the sparkly season. This platinum, gold, Burmese ruby and diamond necklace is sure to turn heads at a holiday party.
A stunning platinum and gold necklace, with oval shaped Burmese rubies and accented by round brilliant cut diamonds. Photograph: Sotheby’s
When all is said and done, the care and thought behind a gift is what ultimately matters this season, regardless of budget. Watches are the perfect case in point. “I know people who wear a Casio every day and people who wear perpetual calendars,” says Traber, “and both make them happy. That’s what’s special.”
Our Collecting Focus series features expert advice on jewelry, watches, wine, rare whisky, historic books, music memorabilia, fashion history, natural history and modern prints
